The market scale of LED lighting is nearly 10 billion yuan, which outlines a mouth-watering cake. In the past 2014, it was considered by many people as “the first year of LED lightingâ€. Although the total output value of the LED industry is expected to increase by 30% compared with 2013, the market competition is intensifying, and enterprises continue to run and close down. It is in full swing.
According to the analysis of the report of an industry research institute, the global LED lighting market will reach 30 billion US dollars in 2015, including 4.57 billion US dollars in China, with a growth rate of 46.5%, accounting for 24.7% of the overall lighting market. It can be seen that the LED market is currently giving birth to great opportunities. Through which channels will such a large “cake†be sold?
Traditional channel models face challenges and adjustments
The channel has won the world, and the competition for distribution channels has always been fierce. There are many marketing models in which the lighting industry giants implement human tactics and advertising bombings, and hold investment conferences in various places to attract channels. However, in the new era of LED lighting, this traditional channel model does not seem to work very well.
It must be said that the rapid expansion of the channel competition by enterprises will help the opening of their channels to a certain extent, the channels will bloom rapidly, and they will be fully rolled out. In the short term, they may look "beautiful", but the capital consumption is followed. Serious, the product can not keep up, the business is gradually lost and so on. According to industry veterans, the development of LED lighting has had a great impact on traditional channels, because the previous shipments were large. When the LED lighting era came, many agents were still digesting the old inventory. The ideal is full, but the reality is very skinny. After a brief heat, the market was calm again and most of the manufacturers suddenly became silent.
In this regard, some people in the industry admit that "the current market for the entire LED market is not as hot as expected, on the 'year is the first year of LED development gold three years', 'LED ushered in the development of spurt' and so on, only some enterprises Carnival."
The channel structure of the traditional lighting industry is a mode of layer-level agency and layer-level interest interception. In the new era of LED lighting and the double superposition of the Internet, the effect of the traditional centralized combat mode is gradually fading. The old model can not quickly open up the market's “Ren Duo two veinsâ€, and the industry does not seem to find an effective way. And ways to quickly open the market. Undoubtedly, the large-scale channel adjustments that manufacturers are secretly advancing reflect a new round of changes in the lighting industry that is about to usher in the channel model.
E-commerce becomes a new important sales channel for enterprises
After the traditional channel model was cold, some manufacturers began to try to develop channel diversification, especially the rise of e-commerce to further deepen the impact of emerging channels on traditional channels. The industry view generally believes that channel sinking and channel electric shock will be two important directions for channel new changes. Distribution, flat, chain, and online shopping are the basic paths for channel development. From the perspective of traditional lighting companies, there are many difficulties in the transformation path that can be thought of at present. For the domestic lighting manufacturers who are mainly in the low-end market and whose profits are not high, the cost control and efficiency are improved. It is the most valued, and most of these traditional lighting channels are difficult to achieve. Therefore, these manufacturers have tried to diversify their sales channels and look forward to e-commerce.
It is understood that Shifu has previously pushed the dealer channel by gravity, but now the diversification of the channel is focused on, and the "E-light fast line" is emphasized. However, the effect is not shown at present. Similarly, Langshi Lighting is also making efforts in e-commerce. Channels, in 2014, a series of shopping guide training sessions and e-commerce training, the effect is equally unknown.
It can be seen that entering the e-commerce field is also an attempt to meet current market trends, but it is still unclear whether lighting manufacturers can make breakthroughs in this field. At present, in addition to the scale and capital advantages of Philips, Op, and Chau Minghanyuan, the company has achieved some achievements in the e-commerce channel. The development of the lighting industry in the e-commerce field is still very shallow. In recent years, the O2O wind has been blown up. Some people in the industry believe that traditional lighting has brought a brand-new marketing thinking and pointing target. O2O has integrated a comprehensive model of offline physical store and online sales integration in the future. China will have a profound impact on the Chinese lighting industry.
Producing area stores will release profitable space for enterprises
When it comes to e-commerce, it is necessary to mention the lighting store. With the change of the market economy pattern, the lighting store is at the forefront of the market, and it is the first to perceive the changes in the market. In the process of investigating the industry market, it was found that the main lighting and lighting production areas centered on the ancient towns, the competition between the stores is particularly fierce, but the huge market capacity, the key test is the operator's site selection, quality positioning, Market planning, business planning and other considerations. In addition, in recent years, the sales of lighting stores in sales areas across the country have begun to show the trend of blooming everywhere. Compared with the competition in the production areas, the sales area of ​​the sales area is not inferior, just to attract more businesses to settle in, the sales area needs to be considered. It will become more and more complicated.
In order to improve the occupancy rate of the stores, the operators of the big stores can be described as strange tricks. In the reshuffle period of the lighting and lighting industry, even the lighting stores that once “sit can count the money†can not escape the Matthew effect of the industry – - The stronger the strong, the weaker the weak, and the survival of the fittest is the law that must be observed in the development of the industry. Some people in the industry believe that more and more lighting stores are the inevitable result of the development of the industry. This result is the increasingly fierce competition in the industry market.
Under this circumstance, the production area of ​​the production area centered on the ancient town will gradually change from a flat (street shop) to a three-dimensional (large-scale professional store), and the rent increase will have a downward trend, which will release some profitable space for the enterprise.
In addition, whether it is a production area or a sales area, its future development will be gradually segmented and characterized, which may be a trend.
Dong Pei, chairman of Shenzhen Feitai Technology, said that in the market, the 2015 meeting will be a year of great integration, and the collapse of small and medium-sized enterprises will become more and more intense. Coincidentally, when visiting Zhuhai Broadcasting Flat Lighting Co., Ltd., Yu Wei, director of flat-panel lighting marketing, also told reporters that “in general, the lighting industry in 2014 is not so good, I believe that warming in 2015 The possibility is not great, but it is definitely a good thing. Because it is not allowed to carry out a major reshuffle in this industry, it is estimated that it is difficult to have a continuous upward trend. Now the lighting industry is to change blood."
In summary, it can be seen that the reshuffle period of the lighting and lighting industry is unfinished. In 2015, the industry market will show a collapse, the tide of mergers and acquisitions will intensify, the channel development will be diversified, and e-commerce will become a new focus. O2O online and offline A series of trends, such as integration, lighting store operation, innovation and development.
According to the analysis of the report of an industry research institute, the global LED lighting market will reach 30 billion US dollars in 2015, including 4.57 billion US dollars in China, with a growth rate of 46.5%, accounting for 24.7% of the overall lighting market. It can be seen that the LED market is currently giving birth to great opportunities. Through which channels will such a large “cake†be sold?
Traditional channel models face challenges and adjustments
The channel has won the world, and the competition for distribution channels has always been fierce. There are many marketing models in which the lighting industry giants implement human tactics and advertising bombings, and hold investment conferences in various places to attract channels. However, in the new era of LED lighting, this traditional channel model does not seem to work very well.
It must be said that the rapid expansion of the channel competition by enterprises will help the opening of their channels to a certain extent, the channels will bloom rapidly, and they will be fully rolled out. In the short term, they may look "beautiful", but the capital consumption is followed. Serious, the product can not keep up, the business is gradually lost and so on. According to industry veterans, the development of LED lighting has had a great impact on traditional channels, because the previous shipments were large. When the LED lighting era came, many agents were still digesting the old inventory. The ideal is full, but the reality is very skinny. After a brief heat, the market was calm again and most of the manufacturers suddenly became silent.
In this regard, some people in the industry admit that "the current market for the entire LED market is not as hot as expected, on the 'year is the first year of LED development gold three years', 'LED ushered in the development of spurt' and so on, only some enterprises Carnival."
The channel structure of the traditional lighting industry is a mode of layer-level agency and layer-level interest interception. In the new era of LED lighting and the double superposition of the Internet, the effect of the traditional centralized combat mode is gradually fading. The old model can not quickly open up the market's “Ren Duo two veinsâ€, and the industry does not seem to find an effective way. And ways to quickly open the market. Undoubtedly, the large-scale channel adjustments that manufacturers are secretly advancing reflect a new round of changes in the lighting industry that is about to usher in the channel model.
E-commerce becomes a new important sales channel for enterprises
After the traditional channel model was cold, some manufacturers began to try to develop channel diversification, especially the rise of e-commerce to further deepen the impact of emerging channels on traditional channels. The industry view generally believes that channel sinking and channel electric shock will be two important directions for channel new changes. Distribution, flat, chain, and online shopping are the basic paths for channel development. From the perspective of traditional lighting companies, there are many difficulties in the transformation path that can be thought of at present. For the domestic lighting manufacturers who are mainly in the low-end market and whose profits are not high, the cost control and efficiency are improved. It is the most valued, and most of these traditional lighting channels are difficult to achieve. Therefore, these manufacturers have tried to diversify their sales channels and look forward to e-commerce.
It is understood that Shifu has previously pushed the dealer channel by gravity, but now the diversification of the channel is focused on, and the "E-light fast line" is emphasized. However, the effect is not shown at present. Similarly, Langshi Lighting is also making efforts in e-commerce. Channels, in 2014, a series of shopping guide training sessions and e-commerce training, the effect is equally unknown.
It can be seen that entering the e-commerce field is also an attempt to meet current market trends, but it is still unclear whether lighting manufacturers can make breakthroughs in this field. At present, in addition to the scale and capital advantages of Philips, Op, and Chau Minghanyuan, the company has achieved some achievements in the e-commerce channel. The development of the lighting industry in the e-commerce field is still very shallow. In recent years, the O2O wind has been blown up. Some people in the industry believe that traditional lighting has brought a brand-new marketing thinking and pointing target. O2O has integrated a comprehensive model of offline physical store and online sales integration in the future. China will have a profound impact on the Chinese lighting industry.
Producing area stores will release profitable space for enterprises
When it comes to e-commerce, it is necessary to mention the lighting store. With the change of the market economy pattern, the lighting store is at the forefront of the market, and it is the first to perceive the changes in the market. In the process of investigating the industry market, it was found that the main lighting and lighting production areas centered on the ancient towns, the competition between the stores is particularly fierce, but the huge market capacity, the key test is the operator's site selection, quality positioning, Market planning, business planning and other considerations. In addition, in recent years, the sales of lighting stores in sales areas across the country have begun to show the trend of blooming everywhere. Compared with the competition in the production areas, the sales area of ​​the sales area is not inferior, just to attract more businesses to settle in, the sales area needs to be considered. It will become more and more complicated.
In order to improve the occupancy rate of the stores, the operators of the big stores can be described as strange tricks. In the reshuffle period of the lighting and lighting industry, even the lighting stores that once “sit can count the money†can not escape the Matthew effect of the industry – - The stronger the strong, the weaker the weak, and the survival of the fittest is the law that must be observed in the development of the industry. Some people in the industry believe that more and more lighting stores are the inevitable result of the development of the industry. This result is the increasingly fierce competition in the industry market.
Under this circumstance, the production area of ​​the production area centered on the ancient town will gradually change from a flat (street shop) to a three-dimensional (large-scale professional store), and the rent increase will have a downward trend, which will release some profitable space for the enterprise.
In addition, whether it is a production area or a sales area, its future development will be gradually segmented and characterized, which may be a trend.
Dong Pei, chairman of Shenzhen Feitai Technology, said that in the market, the 2015 meeting will be a year of great integration, and the collapse of small and medium-sized enterprises will become more and more intense. Coincidentally, when visiting Zhuhai Broadcasting Flat Lighting Co., Ltd., Yu Wei, director of flat-panel lighting marketing, also told reporters that “in general, the lighting industry in 2014 is not so good, I believe that warming in 2015 The possibility is not great, but it is definitely a good thing. Because it is not allowed to carry out a major reshuffle in this industry, it is estimated that it is difficult to have a continuous upward trend. Now the lighting industry is to change blood."
In summary, it can be seen that the reshuffle period of the lighting and lighting industry is unfinished. In 2015, the industry market will show a collapse, the tide of mergers and acquisitions will intensify, the channel development will be diversified, and e-commerce will become a new focus. O2O online and offline A series of trends, such as integration, lighting store operation, innovation and development.
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